Parade of Homes
Situation: The Home Building Association of Richmond’s Parade of Homes is a month-long event that showcases the latest trends in home designs, construction techniques, materials, and products from homebuilders. The event’s objective is to increase awareness about local homebuilders and promote the sales of new homes. The multi-site showcase has taken place for almost 70 years, but must remain fresh to attract a high volume of potential home buyers.
Results: Gray Ryan Communications coordinates annual campaigns to promote the Parade of Homes and participating builders. Leveraging historic data about Parade attendees and broader buyer demographics in Central Virginia, Gray Ryan identifies key audience segments on an annual basis and tailors an integrated campaign for them. That strategy includes public relations, social media, and video components that highlight local home builders and drive on-site traffic to model homes.
Given the Parade’s success and growth in recent years, Gray Ryan now publishes year-round content for the Parade and manages the expanding social media and video ads. Social media content about the Parade reaches over 500,000 people a year. Gray Ryan also secures approximately 30 media placements in a variety of local news outlets and popular event calendars. Most significantly, home sales for builders that participated in the Parade in recent years increases between 5% – 7%, representing millions in revenue for the home builders.